HomeMy WebLinkAbout2013 Snow Daze Event RecapEvent Recap: Vail Snow Daze
HIGHLINE
February 5, 2014
Vail Snow Daze: December 9 – 15, 2013
HIGHLINE, JEFF BRAUSCH, CEO
Office: 970.476.6797 x 703
Mobile: 970.393.2128
jeff@gohighline.com
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Vail Brand Compatibility
“Premier International Mountain Resort Community”
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Standard of excellence met by:
• Attracted incremental Vail Visitors both in-
state as well as a national audience with A-list
headliner acts and an extremely strong, world
class marketing and PR platform
• 2013 saw continued success driving traffic to
Vail as a destination resort. The weeklong
festival returned Dec. 9-15, 2013 and helped
to attract Vail visitors with a packed schedule
of participatory contests, parties, giveaways,
on-mountain action and awesome live
headliner concerts
Event Strengths & Weaknesses
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• Exceeded expectations:
• Performing artists for Vail Snow Daze 2013 at Ford Park included
Rebelution with opener MiM0SA and Matisyahu with co-headliner
Big Head Todd and the Monsters. Additional entertainment
included DJ P Rock at Mountain Plaza
• Vail Snow Daze was a week in Vail not to be missed. Additional
event elements included the Sponsor Expo Village, apres and
after dark parties and more
• Marketing and PR campaigns were very successful – major
coverage generated millions of impressions and $500,000.00 in
value
• Media included television, social and digital media, radio, print
and more
Event Strengths & Weaknesses
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• Exceeded expectations continued:
• Strong sponsorship considering economic environment,
including Bud Light, Pepsi, Sprint, Helly Hansen, Red Bull and
more
• Vail Snow Daze was a strong platform, both through media as
well as through added energy in town. The expo village
experienced additional partners this year including Burton and
Salomon and Vail Sports
• Out of state returnees to Vail Snow Daze increased by more
than 10% over last year
Event Strengths & Weaknesses
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• Measures that could be taken for event
improvement:
• Vail Snow Daze continues to work with
event partners to create fun, interactive
activations, both on-mountain and off
throughout the week that Vail guests and
their families will enjoy
Event Strengths & Weaknesses
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• For repeat event, comparison to past years:
• Much like last year, the majority of
respondents were from out-of-state
• 30% of those surveyed had attended Vail
Snow Daze in the past
• 50% of those surveyed knew of Vail Snow
Daze prior to their arrival
• Almost all respondents were aware there
was a major event happening here in Vail
and like last year, nearly three-quarters knew
Vail Snow Daze was the name of the event
Event Budget
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• Total event budget: $545,894
• CSE funds: $50,000
• Profit (loss): $(0)
• Funding utilization: Event production
• In-kind sponsorship: None
• Cash sponsorship: $442,953
Estimated Results*
Attendance Numbers
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*
Based
on
survey
results.
• Estimated attendance: 62,518+
• (via ticket sales, crowd counts (live/photos), concert wrist bands,
lodging occupancy, lift tix)
• % of people in Vail specifically for event: 41%
• % of people attended previous years: 30%
Estimated Results*
Demographic Profile
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• Attendees came from (local,
regional, out of state, international):
• Local: 20%
• Regional: 29%
• Out of state/International: 42%
• Average age and income bracket of
attendees:
• Average Age: 37;
• M=68% F=32%;
• Ave HHI = $233,231+
*
Based
on
survey
results.
Estimated Results*
Event Attendee Estimated Spending
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• Lodging:
• % attendees stayed in Town of Vail: 65%
• Average amount spent on lodging/day: $150 per person
• Estimated room nights booked due to event association: 24,382
(2ppll/room)
• Lodging call to action: As included on the homepage of
vail.com/snowdaze with links direct to the corresponding
lodging deals/call to action
*
Based
on
survey
results.
Estimated Results*
Event Attendee Estimated Spending
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• Dining: $100
• Shopping: $50
• Other Activities: Guests of Vail Snow Daze are interested in not only
the concerts and on-snow events but also skiing/snowboarding,
beer festivals, dining, shopping, family activities and competitive
events
*
Based
on
survey
results.
Estimated Return on Investment (ROI)*
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• Additional Town of Vail spending event generated: $9,377,250
• Ratio of increased revenue to amount of funding received:12.6-to-1
• Sales tax revenue generated by the event and accrued to Town of
Vail including sales and lodging tax:** $682,674
*
Based
on
survey
results.
**
The
TOV
collects
4%
sales
tax
with
the
excepKon
of
short-‐term
lodging
which
collects
5.4%
aOer
the
addiKon
of
a
1.4%
local
markeKng
district
tax.
For
more
informaKon:
hSp://www.vailgov.com/
subpage.asp?dept_id=48
Visitor Intent to Return*
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Satisfaction ratings:
• 60% of respondents answered that they are likely to attend Vail
Snow Daze next year
*
Based
on
survey
results.
Topline Marketing Efforts
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A full advertising, marketing and public relations campaign was
executed surrounding Vail Snow Daze in the local, regional and
national media. Placements are made with print, broadcast and
digital outlets.
• Media impressions totaled more than: 20,650,276+
• Print impressions: 977,237
• Outdoor impressions: 807,240
• Television impressions: 3,130,906
• Internet impressions: 3,256,572+
• Email Blasts: 146,000
• Editorial: 12,332,321+
Topline Marketing Efforts
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Traditional: Front Range Print
• Colorado Daily
• Run Dates: November 22, December 6 and 13
• 3 ads
• 120,000 Adult 18+ Impressions
• Westword
• Run Dates: November 28, December 5 and 12
• 3 ads
• 223,704 Adult 18+ Impressions
• Boulder Daily Camera
• Run Dates: November 29
• 1 ad
• 154,733 Adult 18+ Impressions
Topline Marketing Efforts
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Traditional: Local Print
• Vail Daily
• Run Dates: November 22 and December 2, 6, 10,
11, 12, 13 and 14
• 8 ads
• Vail Weekly
• Run Dates: November 22 and December 6 and 13
• 3 ads
Total Adult Impressions: 478,800
Topline Marketing Efforts
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Advertising: Broadcast
2013 Television Placements
Front Range Colorado ads were placed through Broadcast TV Denver
Stations
• Run Dates: Weeks of November 25, December 2 and 9
• :10 and :07 second spots aired during primetime, sports and
entertainment programming
• Networks: CBS, ABC, NBC and KTVD
• Examples: Survivor, Person of Interest, Victoria Secret Fashion Show,
Broncos Pre Game, College Football, Trophy Wives, Jimmy Kimmel &
9news
• The television campaign generated 3,130,906 Impressions
• Impressions amongst Adult Viewers 18+: 3,130,906
TV8
• Run Dates: December 1-15
• :30 second spot
Topline Marketing Efforts
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Outdoor
• Idaho Springs Billboard
• Run Dates: November 18 – December 9
• East Facing Board with excellent visibility as
drivers are heading up to the mountain
• 807,240 Adult Impressions
Topline Marketing Efforts
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Radio - 2013 Radio Placements
KZYR 97.7FM The Zephyr
• Eagle County coverage
• 100 spots / :60 seconds in length
NRC BROADCASTING
• KSMT and KKCH
• Eagle, Summit, Garfield and Routt Counties
• 130 spots/ :30 seconds in length
Topline Marketing Efforts
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Digital
• Event information was included in email blasts from numerous organizations,
including Vail Mountain, Town of Vail, Open Snow, Highline and others.
• Two Local and Destination Passholder email blasts that included Vail Snow Daze
messaging:
• November 12: 110,000 recipients; 55,000 opens; 2,200 clicks on Vail Snow
Daze
• December 6: 36,000 recipients; 22,000 opens; 397 clicks on Vail Snow Daze
• Vail Snow Daze had an event page at vail.com/snowdaze, which included
schedules, sponsor logos, links and more.
• Vail Snow Daze page views totaled 48,693, while Vail Snow Daze blog page views
came in at 7,071.
• Online static ads for Vail Snow Daze were placed in-state through networks that
serve ads through geo-targeting and online behavior, which generated an estimated
150,365 impressions from November 28 through December 14.
Topline Marketing Efforts
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Digital
Topline Marketing Efforts
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Social Media: Facebook
Social media played a large role in spreading the word about the event, as many of the
artists and sponsors involved in the event are very active on a number of social
networks.
November 1
Reach: 34,544 / Likes: 841 / Comments: 228 /
Shares: 212 / Post Clicks: 2,400
December 15
Reach: 46,752 / Likes: 409 / Comments: 22 /
Shares: 19 / Post Clicks: 9,193
Topline Marketing Efforts
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Social Media: Twitter (Sampling)
November 2
Announcing the Vail Snow Daze FREE concert lineup! @matisyahu @RebelutionMusic
@TigranMimosa pic.twitter.com/iaU5414Nht
Retweets: 22 / Replies: 3 / Favorites: 13 / Potential Impressions: 26,568
December 10
It’s #VailSnowDaze! Come help us set a few World Records with @RecordSetter & @pepsi at
Friday’s concert http://blog.vail.com/vail-snow-daze-2013/?
utm_content=buffer66a6b&utm_source=buffer&utm_medium=twitter&utm_campaign=Buffer
Retweets: 14 / Replies: 0 / Favorites: 7 / Potential Impressions: 2,473,073
December 12
@koolaidunited Great timing! Have a safe flight :) You also going to some of
the #VailSnowDaze concerts?
Retweets: 0 / Replies: 1 / Favorites: 0 / Potential Impressions: 26,669
December 14
Have you submitted you best #VailSnowDaze photos yet? Today only: @Sprint Hashtag
Contest on Instagram! http://instagram.com/p/h6QH8Bq2Ns/
Retweets: 1 / Replies: 0 / Favorites: 3 / Potential Impressions
Topline Marketing Efforts
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Social Media: Instagram
Social media played a large role in spreading the word about the event, as many of the
artists and sponsors involved in the event are very active on a number of social networks.
December 12
Likes: 1,021 / Comments: 34
December 13
Likes: 1,961 / Comments: 18
December 12
Likes: 467 / Comments: 11
Topline Marketing Efforts
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Public Relations
A comprehensive public relations campaign surrounding Vail Snow Daze was
conducted, reaching out to local, regional and national media outlets to enhance
coverage of the event in the news media.
Press Releases – Three press releases on subjects ranging from the initial
announcement of the concert lineup to the day-to-day lineup of events for Vail Snow
Daze were distributed to national, local and regional media.
Editorial Placements - The comprehensive public relations campaign for Vail Snow
Daze resulted in 50+ editorial placements in local, regional and national print, online
and broadcast news media, which generated an estimated circulation of over
12,332,321.
Sustainability Efforts
Green Measures
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• Worked with town environmental officials to develop green
practices and worked with Vail Honey Wagon to recycle all
event cardboard, plastic and aluminum
• Had event staff dedicated to collecting and sorting trash and
recycling
• Served beverages in recyclable or compostable cups
• No vehicles were left idle while loading in and out
• Moved to majority use of linens in lieu of plastic disposable
tablecloths
Additional Information
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A variety of print and display items to follow:
Vail Snow Daze Rack Card and Poster
Additional Information
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Thank you
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VAIL SNOW DAZE
Estimated Incremental Room Nights and Revenue generated by Vail Snow
Daze. The numbers below are estimates from the 2013 event.
Incremental Room Nights
Estimated attendance: 62,518
Those who came just for the event: 60%
Those staying in Town of Vail lodging: 65%
Average nights stay in Vail: 2
Total Incremental Room Nights: 24,382 dbl occupancy
Incremental Spending
Estimated attendance per day: 12,503
Average amount spent Dining 100/Shopping 50: $150
Event Days: 5
Subtotal incremental Spending: $9,377,250
Average lodging price per person per night: $150
Incremental room nights: 48,764/24,382 dbl occup.
Subtotal spent on lodging: $7,314,600
Number of days in Vail not for event: 1.0
Number of people staying additional days: 2,500
Average amount spent per day: $150
Subtotal spent on non-event days: $375,000
Total Estimated Spending: $17,066,850
What return on investment should the Town of Vail expect?
2013 Town of Vail Return on Investment
Town of Vail Investment $50,000
Total Value of Media, Public Relations and Event Related Impressions
for a top-tier Presenting Sponsor (such as the Town of Vail)
(measured by Event Industry-accepted means). This number is based
on the projected PR and marketing for this event and estimates from
this event last year and other similar events. $500,000
Return on Investment through Media, PR and
Event Related Impressions alone: 9-to-1
Est. Incremental Room Nights Generated (double occupancy) 24,382
Incremental Spending Generated $17,066,850-
Tax Receipts (Sales - 4%, Lodging - 4%)* $682,674
*does not reflect Lift Ticket tax revenues or TOV parking revenues
Return on Investment through Incremental Spending
in the Town of Vail: 12.6-to-1
-CONFIDENTIAL-
Prepared by H I G H L I N E
2014 Vail Snow Daze Budget
(pro-forma as of 1/29/2014)
Actual
Vail Snow Daze
REVENUES:
420 Sponsorships 442,953$
420.5 CSE Event Funding (less commission)50,000
421 Entry Fees -‐
421.5 Concert Ticket Sales (Private Reserve)14,970
422 F&B Sales (less sales tax 4.0%)37,579
423 Band Merchandise Sales Cut 392
TOTAL REVENUES 545,894$
EXPENSES:
510 Event Operations/Security 30,112$
517 Entertainment/Bands/Production 261,838
519 Event Promotions 200
519.5 Event Advertising/Marketing -‐
520 Event Merchandise/Sponsor Gifting -‐
525 Event Supplies 6,212
526 F&B Expenses 26,699
526.5 Charitable Donation (Bev Sales)4,500
527 Equipment Rental 54,875
529 Event Photography -‐
530 Portable Toilets/Trash/Recycling 5,500
533 Prize Money/Appearance Fees -‐
535 Public Relations -‐
538 Venue Rental/Site Fees (Solaris)-‐
543 Wardrobe/Uniforms -‐
550 Event Insurance 7,500
555 Equipment Repairs 115
617 Bank/Credit Card Charges 620
620 Vehicle Expenses 1,500
626 Pre-press/Design -‐
627 Licenses and Permits 1,851
628 Printing and Reproduction 9,631
630 Office/Computer Supplies 200
636 Postage/Shipping 85
640 Event/Sales Travel 1,625
641 Meals/Entertainment 185
642 Lift Tickets -‐
643 On-Mountain Dining -‐
644 Event Lodging 5,103
646 Sponsor Ground Transfers -‐
669 Contract Labor 7,725
670 Event Payroll Expenses 19,819
671 Sponsor Implementation/Fulfillment 15,000
672 Event Management (EP/AP)50,000
672.5 Project Fee 35,000
TOTAL EXPENSES 545,894$
TOTAL PROFIT (LOSS)0$